This new and fully-updated second edition of this acclaimed textbook offers a guide to public relations, spanning all aspects of PR work, including fashion, event management, crisis communications, politics, celebrity PR and corporate communications, and takes account of the rapid change in the PR industry. It It combines essential practical guidance with a thought-provoking analysis of this exciting but enigmatic industry, its ethical dilemmas and the role it plays in the contemporary world—not least its controversial but crucial relationship with the media.PR Today offers a fresh, lively and realistic perspective on its subject, based on the authors’ rare combination of international top-level experience, insider knowledge and years of teaching and writing about PR. It will be invaluable for students taking public relations at undergraduate and postgraduate levels and essential reading for those seeking to start a career in this dynamic, fast-growing profession.
Morris / Goldsworthy
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Zielgruppe
Lower undergraduate
Weitere Infos & Material
PART I: THEORY AND ANALYSIS.- 1. Understanding Public Relations.- 2. PR Ethics.- 3. The Make-Up of the PR Industry.- 4. PR, Marketing and Advertising.- 5. Internal Communications.- 6. Lobbying, Political and Government PR.- 7. PR in the Online World.- 8. Corporate Social Responsibility.- 9. PR and the Law.- PART II: PLANNING AND STRATEGY.- 10. POSTAR: Positioning, Objectives, Strategy, Tactics, Administration, Results.- PART III: PRACTICE.- 11. Presenting, Pitching and Public Speaking.- 12. PR Media Skills.- 13. Event Management.- 14. Crisis Management.- PART IV: CONCLUSION.- 15. Public Relations: Into the Future.
Trevor Morris is a Fellow of the Public Relations Consultants Association and holds the 'Mark Mellor Award for Outstanding Contribution to the PR Industry'. He was formerly the CEO of Chime Public Relations, and is a Visiting Professor at in London. Simon Goldsworthy founded London's first MA programme in public relations in 2000, serving as course leader on postgraduate and undergraduate programmes at the University of Westminster. In 2014 he was appointed leader of the new MA in Advertising and Public Relations at the University of Richmond's Kensington Campus.
